8 October 2026
ZEDRA, an award-winning provider of pension and incentive services, today announced that Sam Burden, who has been with the firm for 4.5 years, will lead its Governance Advisory Arrangement (GAA) as Head of GAA, further strengthening support for workplace pension providers as the market prepares for significant changes to Value for Money (VfM) requirements.
The pensions industry is moving towards implementation of the new VfM framework, following the latest consultation and further developments in the Government’s plans for the defined contribution market. The framework is intended to bring greater transparency and consistency to how workplace pension schemes demonstrate and assess value, with implementation beginning with larger schemes from 2028.
Kim Nash, Managing Director, at ZEDRA, commented: “At the heart of VfM is the member, ensuring that workplace pension savers receive good value and can clearly see how their scheme is delivering for them. Through the many assessments we carry out across the market, we see first-hand how schemes are approaching value and where there are opportunities to improve member outcomes.
“As the market moves towards implementation of the new framework supporting clients through regulatory change and helping them put effective governance arrangements in place is a key priority for ZEDRA. Sam’s extensive experience across the pensions industry, spanning both defined benefit and defined contribution, means he brings a wealth of expertise to the role. He is ideally placed to lead our GAA as we continue to support providers through this next stage of the market’s development.”
Sam Burden, Head of GAA at ZEDRA, commented: “The evolving regulatory landscape presents both challenges and opportunities, particularly as expectations around governance and value continue to develop. Clear and effective governance is essential in helping organisations navigate an increasingly complex regulatory environment and ensuring they can demonstrate the value they deliver to members.
“I am looking forward to leading ZEDRA’s GAA and working with clients to ensure they have the governance and support they need as the market continues to evolve.”
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